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Zoic Explores Career Path With MasterCard & StyleWarCreates a CG world in which the hero lives and moves along the career path (January 12, 2005)
Zoic Studios recently collaborated with directing team StyleWar and advertising agency McCann Erickson on a new spot that announces the opportunity to win an internship courtesy of MasterCard. Based on the visual concept of a career path being akin to a board game of choices, ?Career Path is a uniquely stylized fusion of live-action and CG animation.
To view the spot, click on the following link: http://client.zoicstudios.com/HYPE_pr/Mastercard/
The spot opens on an aerial view of a game board world, made entirely of boldly-colored game pieces interacting in an everyday manner. The camera zooms in to our hero game piece, a recent college grad making key choices on the board game of life. He avoids the frat house toga party and instead lands on a square that says, ?Print Resumes: $25. As the game piece moves on he buys a new suit jacket. Next move ?Get Coffee And Analyze Interviews: $5. He then lands on a square that reads, ?Winning An Internship That Gets You Ahead Of The Game: Priceless. Viewers are then encouraged to enter to win an internship in movies, music or sports by entering the contest on mastercard.com.
?This was an exciting opportunity for us to act as the digital hands of StyleWar and the agency, creating a CG world in which the hero lives and moves along the career path, says Zoic Producer Susan Thurmond ONeal. ?They are very well versed in animation, which made for a very effective collaboration.
?It was an extremely rewarding experience to team up with StyleWar and the agency creatives to work on the MasterCard ?Career Path commercial, adds Zoic GC Supervisor Michael Capton. ?Their creative wit and well-defined ideas about what they wanted was a refreshing process.
Using the concept and direction outlined by the agency and StyleWar, Zoic created the CG environment, bringing the creatives vision to life in animated form. Using footage from the two-day blue screen shoot (during which the principal actors were covered in liquid latex to effect a plastic look), Zoic began to create the animation surrounding the central character, including overseeing the production of 30 models, and producing 3D animation and extensive compositing.
Zoic is derived from the ancient Greek word for "being" or "life." As a suffix it is used to designate vast time periods eras, epochs, ages. The words "Visual Evolution" reflect both the current era and Zoic Studios' purpose to evolve the art and technology of the moving image. Launched by Executive Producer Steve Schofield, and Creative Directors Chris Jones and Loni Peristere, Zoic Studios is a leader in visual effects and CG animation in the commercials, music videos, feature film and episodic television arenas. Since its inception, the company has created award-winning effects and digital animation for numerous television shows such as "Buffy the Vampire Slayer," "CSI, "Angel," "Battlestar Galactica" and "Firefly" for which Zoic won the 2003 Emmy for Visual Effects. Zoic has also contributed to commercials for HP, Chevy, SBC, KIA, NAMCO, as well as broadcast packages for Jetix and NBA Live. Music videos for Linkin Park, DMX, Blue Man Group and Mudvayne have felt the Zoic touch. Feature film audiences can see Zoic's visual effects creativity in the feature film releases Van Helsing, Day After Tomorrow, Spider-Man 2 and Serenity.
For more information visit www.zoicstudios.com.
Spot Title: ?Career Path :30
Airdate: January 10, 2005
Advertising Agency: McCann Erickson/New York
Chief Creative Officer: Joyce King Thomas
Sr. Producer: Toni Lipari
Sr. Copywriter: Cindy Cesares
Sr. Art Director: Kristal Kinder
Music Producer: Mike Boris
Production Company: Smuggler/Los Angeles, CA
Executive Producers: Patrick Milling Smith & Brian Carmody
Head of Production: Allison Kunzman
Animation Company: Zoic Studios/Los Angeles, CA
Executive Producer: Steve Schofield
Producer: Susan Thurmond ONeal
Previs: Michael Capton & Eric Ebling
Models: Dan Dixon
CG Supervisor/Animator/Blocking: Michael Capton
3D Artists: Ryan Kingslien, Lochlon Johnston
2D Artist: Eric McAvoy
Combustion Compositor: Dayna Cernansky
Flame Compositor/2D Sup: John Shirley
Editorial Company: The Now Corporation/New York, NY
Editor: Owen Plotkin
Executive Producer: Nancy Finn
Music Company: Mutato Muzika/Los Angeles, CA
Composer: Mark Mothersbaugh
Audio Post: Margarita Mix/Santa Monica, CA
Mixer: Konrad Piņon
Colorist: Fergus McCall @ The Mill/New York, NY
Assistant Colorist: Tom Poole @ The Mill/New York, NY
Online Editor: John Shirley @ Zoic Studios/Los Angeles, CA
Related Keywords:Zoic Studios, Zoic, Mastercard, StyleWar, CG, McCann Erickson, CG animation, Susan Thurmond O?Neal, Michael Capton, compositing, Joyce King Thomas, Smuggler, Patrick Milling Smith, Brian Carmody, Allison Kunzman, Steve Schofield, Eric Ebling, Dan Dixon, Lochlon Johnston, Ryan Kingslien, Eric McAvoy, Dayna Cernansky, John Shirley, Mutato Muzika, Mark Mothersbaugh, Konrad Piņon,